Then the COVID-19 crisis hit, a national toilet paper frenzy set in—and demand went through the roof, Forbes reports.

How did it happen? Consumers unable to find TP on store shelves started desperately searching the Internet for alternatives. In the process, they stumbled upon No. 2, which is sold on the company’s website and through Amazon at a price of $39 for a carton of 24 rolls.

Katy Perry, Dr. Phil, Jeff Bezos , John Legend and Chrissy Teigen, Ashton Kutcher and Mila Kunis, Eddie Murphy—they all have opulent homes in the 5.7-square-mile area in Los Angeles known as Beverly Hills. Indeed, along with Bel Air, it has been the area where Hollywood stars have “lived large” since the 1920s, Bloomberg reports..

This year, for the first time, the community of about 24,300 people has eclipsed Beverly Hills in Bloomberg’s annual ranking of the richest cities nationwide. The average household income in Calabasas is $194,010—more than twice the national average and about $4,000 higher than Beverly Hills, which has 34,600 residents.

Located about 25 miles west of downtown Los Angeles, Calabasas owes some of its success to the usual reasons: good schools, low crime, and open space. But the Kardashians’ reality TV show has had its own effect, showing that in Calabasas, the rich and famous can live normal lives without having to dodge paparazzi and tour buses every time they leave home.

The Calabasas Country Club cites the “celebrity factor” as a reason to move there. Kim Kardashian and Kanye West live in Hidden Hills, as does the rapper Drake. Actors Will Smith and Jada Pinkett-Smith keep a 150-acre Calabasas compound, while Justin Bieber sold his $7.2 million Spanish-style retreat in the city to Khloe Kardashian. Actress Katie Holmes just sold a home there for about $4 million, the Los Angels Times reported this week.

Although the Kardashians first started taping their show from Hidden Hills, which has about 2,000 residents, the family and some of its members also have lived in Calabasas. The clan called the city home from 2003 to 2005 before moving to a bigger place in Hidden Hills, according to the L.A. Times. Kylie Jenner, the 22-year-old cosmetics mogul, bought her first house, a $2.7 million starter pad, in Calabasas in 2015.

So, it really depends which “in crowd” you want to be “in” with. After all Jennifer Anniston lives in Bel Air.